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Marketing Management
     

Marketing Management

by Richard P. Bagozzi, Celly, Jose Antonio Rosa, Francisco F. Coronel, Francisco Coronel
 

Designed to bridge the gap between rich academic literature and the world of marketing practice

This book combines a thorough, engaging — and readable — scholarly approach showing how the theory works in practice, with current, detailed examples that show how marketing managers make decisions in all areas of the marketing mix

Overview

Designed to bridge the gap between rich academic literature and the world of marketing practice

This book combines a thorough, engaging — and readable — scholarly approach showing how the theory works in practice, with current, detailed examples that show how marketing managers make decisions in all areas of the marketing mix. Varied pedagogy and strong supplements package support different learning styles and make even the most complex concepts come alive.

Editorial Reviews

Booknews
Bridges the gap between the science of marketing and the art of decision making in marketing and emphasizes practical applications of marketing theory. Each chapter progresses from discussion of basic concepts and history to more detailed accounts of current marketing issues. Treatment integrates the strategic approach and economics concerns with other behavioral science and business disciplines, with coverage of areas such as pricing, consumer behavior and psychology, and distribution. Includes chapter objectives, summaries, and discussion questions, plus chapter opening vignettes about recent research and boxed marketing anecdotes on real companies. Includes color photos and diagrams. For use in traditional and executive MBA courses and in advanced undergraduate capstone courses that many business schools use to integrate their programs. Annotation c. by Book News, Inc., Portland, Or.

Product Details

ISBN-13:
9780023051623
Publisher:
Simon & Schuster Adult Publishing Group
Publication date:
01/08/1998
Pages:
718
Product dimensions:
8.25(w) x 10.35(h) x 1.43(d)

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